In most professions, process is a dirty word. Process usually indicates a top-down, autocratic set of gates that have been arbitrarily prescribedsteps that are imposed to keep people in check and to keep the industrialized machine humming. But in design, nothing could be further from the truth. For designers, process is the language of rigor, and a particular process nearly guarantees a desired outcome. Often, that desired outcome is innovation. I challenge my students to target appropriateness. The process I teach my students is simple, and it looks like this: Conduct immersive, ethnographic research. It's a bit of a…
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